%0 Journal Article
%T Within Retro Marketing the Effect of Retro Brand Tendencies of the Consumers on the Retro Brand Awareness and Retro Brand Trust: A Research in Konya
%A Esen £¿AH£¿N
%A Fatma KAYA
%J -
%D 2019
%X Retro marketing, which is the one of the postmodern marketing activities, is defined as re-launching in accordance with today¡¯ s modern production approach. Brand value is all of their unique values that make a brand different from other brands. Brand awareness is one of the components of brand value and is briefly aware of the existence of a brand. Brand trust is a feeling of being sure of the returns of a brand. In this context awareness and trust are the two main emotions that retro products want to leave in the consumer. A field research has been completed in order to determine the effect of the consumers retro brand trends over the retro brand awareness and retro brand trust. For the research, individuals over the age of 35 living in Konya province has been preferred and face to face survey method has been applied. Datas have been analyzed with Statical Package for Social Sciences (SPSS) and results have been evaluated. According to the demographic characteristics of the participants and their responses to the statements in the questionnaire; the participants¡¯ level of education and income, retro brand trends, retro brand awareness and retro brand trusts are high. According to the t-test and one-way analysis of variance, women¡¯ s retro brand tendency and retro brand awareness are higher than men, in terms of retro brand trust there is no difference between men and women. In addition, there is no difference between marital status and age groups in terms of retro brand tendency, retro brand awareness and retro brand trust. According to simple linear regression analysis, the retro-brand trends of consumers have an effect on retro brand awareness and retro brand trust
%K Retro Pazarlama
%K Retro Marka
%K Marka Fark£¿ndal£¿£¿£¿
%K Marka G¨¹veni
%U http://dergipark.org.tr/firatsbed/issue/43827/538685